1.
Introduction
Digital Marketing
This presentation will contain an illustration
of how consumers use technology and its
impact on their lives.
I will also explore how consumers’ view on
technology has changed over time since it’s a
continuously developing branch.
Frida Thelin

2.
Access to internet
- Internet users
In 1991 the World Wide Web was uploaded for
the first time to become the next gigantic
technological phenomenon (History of the
Web:2012).
According to InternetLiveStats less than one
percent of the world’s population had access to
internet in 1995. Ten years later, 2005, the world
reached 1 billion internet users. In 2016 3.4
billion people were active users of the internet.
That leaves 2016 with 46.1% of the world
population being users of internet.
(Pexels.com)

3.
Access to internet
- Internet speed
Using Copper wires is a form used for internet data
information to move from one place to another. These cables
can only carry small amounts of waveforms limiting its
capacity of becoming faster and better. It is, however, less
expensive and deployed almost everywhere (Lieber:2017).
Modern Fibre Optic cables allows
the use of light bursts to carry a
signal from one end to another.
However, these cables are
currently more expensive. They
are a lot faster than copper wires
and can carry over a 1000 times
more data which leads to less
wires for same amount of
information. There are a lot more
advantages from choosing fibre
optic cables and experts believe
this will be the next generation’s
access to internet (Fibre vs
Copper as fast as possible:2014).
(Fibre vs Copper as fast as possible:2014)

4.
This graph shows a
percentage of how many
people who access
internet daily in the U.K.
From 2012- 2017 there is
an increase of 16 %.
The same survey was
made on different age
groups. In 2017, 94% of
the ones aged 25-34
accessed internet daily
the most. Whereas those
aged under 25 came on
second place with 93%.
3rd place: 35-44, 90%
4th place: 45-54, 81%
5th place: 55+, 52%
It is obvious that it is a
question of generation.

5.
Digital Devices used by audiences.
A physical unit of equipment that contains a computer or microcontroller.
Today, myriad devices are digital including a smartphone, tablet and
smartwatch (Digital device, yourdictionary:n.d.).
(Pexels.com)

6.
There is a range of digital devices
such as
- Smartphones
- Laptops
- Tablets
- Desktops
- E-reader
- Games console
- TV-set
According to Statista.com, the
smartphone is the most important
device for people in the U.K to
connect to internet with. According
to consumerbarometer.com:2017,
77% of U.K population use a
smartphone. 74% use a computer
and 53% use a tablet.
Smartphone
Laptop
Tablet
Desktop
E-reader
Gamesconsole
TV-set
Otherdevices
Which is the most important device you use to connect to
internet, at home or elsewhere?

7.
How consumers search
for information
Research on products you want or need is a
part of the customer’s buying process.
Consumers may depend on, i.e.
● Social media platforms (Instagram,
facebook, twitter)
● Word of mouth (Friends or family
member’s suggestions)
● Reviews and customer
references(tripadvisor, trustpilot, yelp)
● Relevant video content
● Promotions and offers
● Via search engines
(google/yahoo/bing)
This is to create a perception of the
products advantages and/or
disadvantages.

8.
How did people use the Internet to help make their purchase decision?
(Consumerbarometer.com:2015).

9.
What consumers buy
online.
E-commerce is a quite a new platform for
businesses but has today become a vital
part of a majority of companies marketing
strategy. E-commerce is facilitating as it
excludes restrictions regarding time and
geographical distance. Khurana:2017
states ‘In the process, ecommerce usually
streamlines operations and lowers costs’.
What you buy online is dependent on what
type of consumer you are, there are six
types of e-commerce worth mentioning;
● Business-to-Business (B2B)
● Business-to-Consumer (B2C)
● Consumer-to-Business (C2B)
● Consumer-to-Consumer (C2C)
● Consumer-to-Administration (C2A)
● Business-to-Administration (B2A)
A survey made by Statista.com:2018
‘Goods and services ranked by share of individuals who
purchased online in Great Britain in 2017’
(Statista.com:2017):
● Clothes and sport goods: 56%
● Household goods (e.g. furniture) 50%
● Holiday Accommodation 44%
● Travel arrangements (transport ticket, car hire etc.)
40%
● Tickets for events 37%
● Films and music (including download) 34%
According to ec.europa.eu 82% of internet users in U.K.
bought something online during 2017.

10.
Online Video Consumption
Timeinminutes
Statista.com:2017 states the
following “The graph shows average
daily time spent with digital video
content among adults in the United
States from 2012 to 2017.”
The average person, according to
this survey, spent in 2017
approximately 70 minutes per day
watching digital videos. Compared
to 2012 when the average person
spent less than 40 minutes on
digital videos draws the conclusion
that the demand after online videos
continues to increase. We can also
see that laptops/desktops and
mobiles is where people mostly
watch videos from.

11.
On what platforms do
we consume video
content? According to consumerbarometer.com:2014/15, when asking the
following question; What types of sites did people use to watch online
videos in the last week?
● 63% of video content consumed came from an online video
site/app. Examples of these are youtube and vimeo.
● 23% came from social networks, such as Facebook,
Instagram, and Snapchat.
● 21% of respondents answered it came from ‘A catch up TV
player’. Examples could be dreamfilm.hd, tvplayer.com,
eonline.com
● 5% came from a news or magazine site/app, such as BBC
news app.

12.
Consumer trends
Usage of internet has simplified people’s daily lives
by being a source of e.g.
❏ Communication (applications such as whatsapp,
messenger, snapchat, linkedin)
❏ Information (search engines such as google, yahoo,
bing)
❏ Entertainment (applications such as youtube,
instagram, facebook, ebooks, spotify, podcasts)
❏ Online commercial transactions (websites such as
Amazon, ebay, asos, argos)

13.
Consumers
- now and then
● Social Media users has, according to Statista.com:2018, increased from 1.59 billion 2013 to 2.46 billion
2017. By the year of 2021 it is estimated that the world will have reached over 3 billion social media
users. Our way of processing online content has changed tremendously over the past five years.
Statista.com:2018 states the following ‘Social networks not only enable users to communicate beyond
local or social boundaries, but also offer possibilities to share user-generated content like photos and
videos and features such as social games’. Consumers way of processing content is faster, in form of
pictures on instagram and short updates/videos on facebook.
● Consumerbarometer.com states in their ‘trended data’ that while usage of smartphones increases,
usage of laptop/desktop decreases. Today’s smartphones can process much more data than the ones
five years ago, smartphones are also more portable than laptops/desktops.
● E-commerce is one of the remarkably fast-paced consumer trends which has increased the last few
years. According to gurufocus.com:2017 approximately 87% of U.K consumers have bought at least
one product online in the last twelve months, compared to 2012 which has a percentage on
approximately 59%, we can see a major increase.

14.
Who is the modern consumer of online
content?
In today’s society new platforms and technologies occurs and
develops in a rapid pace where consumers and businesses have to
adapt continuously. Discovering content on social media platforms
and browsing through news feeds rather than intently search for
different things on search engines is what today’s consumers spend
more time doing. The diversity of content for people to explore has
never been as big as it is now, and it’s likely to continue to increase.
Articles, videos, pictures and infographics. All this consumed
through a small screen that can fit in your pocket. There are so many
ways and platforms where you can reach out to people today.
Therefore there is an entire science behind advertising online.
In conclusion I want to add that not only these statements define a
modern consumer, I, however, find these important when writing
about this.

15.
Summary
- ‘E-commerce statistics for individuals’:2017 states
‘Gender, age, level of education and employment situation
all affect e-commerce activity (Figure 3). People aged
25-34 are more active e-shoppers (77 % of internet users)
than other age groups’. Concluding that it is matter of
generation, the main consumer today was raised in a
world. Clothing and sport goods are the most common
consumption online. It’s accessible and there are often
cheaper offers than in stores.
- The amount of online video consumption has increased
the past few years and accessibility has grown as well in
form of applications and websites (e.g. youtube, vimeo,
dreamfilm.hd). Statista.com states that the average person
spends approximately 70 minutes per day in front of online
video
- Consumers changes and develops gradually because of
access and demand, which results in consumer trends.
Three major technology trends today would be social
media, smartphones and e-commerce. s.
- With the wide spectre of benefits consumers experiences
when using the internet and its ongoing development,
internet usage has expanded from 1 billion users 2005 to
approximately 50% of the world’s population. 75% of U.K.
residents uses internet daily.
- Containing access to information, communication,
entertainment and commercial online transactions, it’s
reducing boundaries as geographical distance and time
which results in giving consumers opportunity to constantly
being connected.
- Smartphones, which in the U.K. is the most popular device,
due to its evolutionary tech features and portable
appearance. People having a smartphone has increased by
26% since 2012 in the U.K.. While the percentage of people
having a computer rather has gone down.
- According to a survey on how people use internet to make
a purchase decision, a majority of people said they used
internet for comparing products/prices/features. 27% stated
that internet was a source of inspiration and ideas and 26%
that it was a source of discovering new brands.

16.
Reference List
https://webfoundation.org/about/vision/history-of-the-web/
http://www.internetlivestats.com/internet-users/
https://www.consumerbarometer.com/en/trending/?countryCode=UK&category=TRN-NOFILTER-ALL
https://smallbiztrends.com/2015/08/fiber-optic-copper-wireless-internet-transmission-methods.html
https://www.youtube.com/watch?v=_Bw2NFBDxR8&t=195s
https://www.statista.com/statistics/387447/consumer-electronic-devices-by-internet-access-in-the-uk/
http://www.veriday.com/blog/how-customers-get-information-in-2017/
https://www.consumerbarometer.com/en/graph-builder/?question=S28&filter=country:united_kingdom
https://www.statista.com/statistics/275973/types-of-goods-purchased-online-in-great-britain/
https://www.thebalance.com/let-s-ask-the-basic-question-what-is-ecommerce-1141599
http://ec.europa.eu/eurostat/statistics-explained/index.php/E-commerce_statistics_for_individuals
https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics
https://www.consumerbarometer.com/en/graph-builder/?question=V1&filter=country:united_kingdom
https://www.gurufocus.com/news/492058/uk-online-shopping-and-ecommerce-statistics-for-2017
https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/http://ec.europa.eu/eurostat/statistics-explained/index.php/File:Int
ernet_users_who_bought_or_ordered_goods_or_services_for_private_use_in_the_previous_12_months_by_age_group,_EU-28_(%25_of_internet_use
rs).png
http://ec.europa.eu/eurostat/statistics-explained/index.php/E-commerce_statistics_for_individuals
http://www.businessinsider.com/sc/how-people-consume-content-2015-3?IR
http://www.yourdictionary.com/digital-device

17.
YOUTUBE LINK
https://www.youtube.com/watch?v=XHD04ObNVyE
SLIDESHARE LINK